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Evaluating the Breadth and Depth of SEO Services Offered: A Comprehensive Analysis

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This article is part of a series on how to evaluate your current or potential SEO agency. If you haven't read the first important step to evaluating an SEO agency, read about analyzing an SEO agency's track record first.

Our exploration of "how to analyze an SEO agency" takes us to the fourth crucial question: "What range and depth of SEO services does the agency offer?" This comprehensive guide will help you understand the importance of this question and how to evaluate an SEO agency based on their service offerings.

SEO: A Multifaceted Discipline

SEO is a multifaceted discipline involving a variety of techniques and strategies, all working in tandem to improve your website's visibility on search engines. To effectively improve your rankings, drive traffic, and increase conversions, an SEO agency needs to offer a wide range of services that address all aspects of SEO.

The Breadth of Services

When we talk about the range of services, we refer to the different types of SEO techniques and strategies that an agency offers. This typically includes:

On-Page SEO

On-page SEO encompasses everything that lives on your actual website. It's about optimizing the content and HTML source code of a webpage. A proficient SEO agency will delve into elements like title tags, header tags, meta descriptions, URL structure, and keyword optimization to ensure each page is fully optimized.

Off-Page SEO

Off-page SEO refers to actions taken outside of your own website to impact your rankings within the search engine results pages (SERPs). It's primarily about building high-quality backlinks but also includes strategies like social media marketing, guest blogging, and brand mentions. An adept agency will have effective strategies for building and managing your backlink profile.

Technical SEO

This segment focuses on improving the technical aspects of a website, such as its loading speed, mobile-friendliness, XML sitemap, robots.txt file, and more. It’s about making it easier for search engine spiders to crawl and index your website. An agency excelling in technical SEO will ensure your site is technically sound and easily navigable by search engine crawlers.

Local SEO

Local SEO is aimed at optimizing your online presence to attract more business from relevant local searches. This involves strategies like optimizing for Google My Business, managing online reviews and ratings, and optimizing for local keywords. An agency well-versed in local SEO will boost your visibility in local search results, helping you attract local customers.

Mobile SEO

In today's mobile-first world, it's vital that your site performs well on mobile devices. Mobile SEO involves strategies like ensuring responsive design, fast loading speed on mobile, and improved mobile user experience. A mobile-savvy SEO agency will ensure your site offers an excellent user experience, regardless of the device used.

E-commerce SEO

For businesses that operate online stores, e-commerce SEO is crucial. It involves optimizing your online store for search engines to increase visibility and sales. This includes strategies like optimizing product descriptions, managing user reviews, and creating an easy-to-navigate site structure. An SEO agency proficient in e-commerce SEO will help your online store rank higher, attract more shoppers, and increase sales.

An SEO agency that offers a broad range of services is capable of providing a comprehensive, all-encompassing SEO strategy tailored to your unique needs.

The Depth of Services

Depth refers to the level of expertise, detail, and customization that an agency brings to each service. For instance, under the umbrella of on-page SEO, how extensively do they delve into keyword optimization, content creation, metadata optimization, and internal linking?

A deep, thorough approach to each service signifies the agency's commitment to leave no stone unturned in their quest to optimize your website.

Assessing the Range and Depth of SEO Services

Assessing the range of services is relatively straightforward. Look at the services listed on the agency's website or discuss the services they offer in a consultation. Ensure they provide the services relevant to your business's needs.

Evaluating the depth of services requires a deeper conversation. Ask the agency about their approach to each service. For instance, if they offer content optimization, do they just sprinkle keywords into the content, or do they also focus on creating valuable, engaging, and relevant content that enhances user experience?

Another aspect to consider is how the agency customizes their services. SEO is not a one-size-fits-all solution. An agency that customizes its strategies based on your unique needs, industry, target audience, and business goals demonstrates a higher level of service depth.


The range and depth of SEO services offered by an agency significantly impact their ability to effectively improve your online visibility. A wide range of services ensures a comprehensive approach to SEO, while depth guarantees meticulous attention to detail for each service. By understanding these concepts and knowing how to evaluate them, you can ensure you're choosing an SEO agency that's equipped to deliver a robust, thorough, and customized SEO strategy for your business.

This is one of 11 questions you should ask an SEO agency to evaluate the quality of work they'll be doing for you. The next question to answer is what role does customer feedback play for the SEO agency?

Higglo Digital is a full-service SEO and web agency. From Hulu to Blizzard, we’ve worked with clients across many industries and markets including Dubai, Riyadh, New York City and Sydney. We have the expertise and experience to take your brand to the next level. We create memorable brand experiences and award winning websites.

Frequently Asked Questions

What is the significance of the question, "What range and depth of SEO services does the agency offer?"

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The question helps in evaluating an SEO agency based on the breadth and expertise of their service offerings, ensuring they can effectively improve a website's visibility on search engines.

What does "On-Page SEO" include?

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On-Page SEO involves optimizing the content and HTML source code of a webpage. This includes elements like title tags, header tags, meta descriptions, URL structure, and keyword optimization.

How is "Off-Page SEO" different from "On-Page SEO"?

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Off-Page SEO refers to actions taken outside of your own website to impact rankings within the search engine results pages (SERPs), primarily involving building high-quality backlinks, social media marketing, guest blogging, and brand mentions.

What is the focus of "Technical SEO"?

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Technical SEO focuses on enhancing a website's technical aspects, such as its loading speed, mobile-friendliness, XML sitemap, and robots.txt file. It aims to make a site more accessible and navigable for search engine crawlers.

How can one assess the depth of SEO services offered by an agency?

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Evaluating the depth requires understanding the agency's approach to each service, such as their methods of keyword optimization, content creation, and customization based on a client's unique needs. Asking specific questions about their approach and strategies can reveal the level of detail and expertise they bring.

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"Partnering with Higglo for our SEO needs has been a game-changer for Motivity. We have been overly impressed with how quickly our rankings for critical keywords has improved, and consistently see more and more organic traffic month over month. We are incredibly impressed with the results and whether you're in a niche or broad market, we highly recommend their SEO services to anyone looking to grow their online presence."

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Motivity, Chief Creative Officer

Building a website is easy. Creating a beautiful, brand-accurate website with high organic traffic is not. 


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